Aroxa Certified Flavour Standards by Lucy O'Brien & Duncan Shotton

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DESIGN DETAILS
DESIGN NAME:
Aroxa

PRIMARY FUNCTION:
Certified Flavour Standards

INSPIRATION:
For 15 years Cara Technology developed and manufactured flavour standards for beer and supplied them to breweries as the company's global sales partner. In 2010 Cara Technology took the decision to supply the market direct and expand the application of flavour standard technology from beer and brewing to a much wider range of foods and beverages. This business shift inspired the creation of a completely new suite of packaging and products. The new design needed not only to differentiate them from the competitors product, but also dramatically improve user experience and perceived value of the product.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A brand and packaging range was developed with the flavours at the heart of the design. The AROXA™ logo - the Florox - represents a sensory explosion and reflects the distinctive placement of capsules within the primary pack. This strong relationship between the logo and product provides an iconic, scientific and ownable identity, whilst the introduction of a tray to hold each capsule in place improves protection for the capsules, enhances the user experience and increases the perceived value of the product.

OPERATION / FLOW / INTERACTION:
In taste training sessions, professional tasters pour the chemically constructed powders inside the capsules into the beverage that is being tested. Different capsules replicate particular tastes and smells, and train testers in their detection. The new tub format presents the capsules separately and at an angle, making them easy to remove, unlike the small opening of the old “pill pots” packaging. Also, the new packaging design allowed the creation of an entirely new product - The Uno pack (10 different flavours in the same pack). This was unachievable in the previous design, due to cross contamination caused by the capsules touching each other. This innovation has allowed AROXA™ to offer easily affordable 'starter packs' to new customers.

PROJECT DURATION AND LOCATION:
The project started in March 2011 and the full range of products launched November the same year.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Paper labels printed digitally on sheets with silver-foiled logo detail, allowing for overprinting of batch code details. Injection moulded 'off-the-shelf' PP tub. Vacuum formed PET tray. Paper over board secondary packs, matt laminated. White core board for secondary pack inserts. PP sleeves for uno secondary packs / refills.

SPECIFICATIONS / TECHNICAL PROPERTIES:
primary package size : 86mm x 86mm x 34mm (W x D x H)

TAGS:
structural, packaging, branding, ease of use, user experience, capsules, logo, premium, kinneir dufort, science

RESEARCH ABSTRACT:
-

CHALLENGE:
With a complex range of over 200 SKUs spanning 6 market sectors, AROXA™ needed to convey a premium product offering through the fewest possible components.

ADDED DATE:
2013-02-09 00:04:46

TEAM MEMBERS (4) :
Designer Lucy O'Brien, Designer Duncan Shotton, Client Valerie Simpson and Client Dr. Bill Simpson

IMAGE CREDITS:
Lucy O'Brien & Duncan Shotton, 2012.

Visit the following page to learn more: http://bit.ly/KD_aroxa
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Kinneir Dufort

PROFILE:
International innovation & design consultancy since 1977, based in Bristol, UK.

NOMINATION DETAILS

Aroxa Certified Flavour Standards by Lucy O'brien & Duncan Shotton is a Nominee in Packaging Design Category.

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AWARD DETAILS

Aroxa Certified Flavour Standards by Lucy O'brien & Duncan Shotton is Winner in Packaging Design Category, 2012 - 2013.



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